How SUITSUIT scaled paid social and gained full-funnel clarity with Billy Grace
SUITSUIT is a leading travel and lifestyle brand, best known for its suitcases and a rapidly expanding range of bags and accessories. Over the past years, the brand has evolved from campaign-driven marketing towards a more always-on strategy, with increasing focus on brand building and long-term growth.
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E-commerce (Travel)
Shopify
As SUITSUIT expanded its product range and matured its marketing strategy, the team faced a growing challenge: how to move beyond short-term, campaign-based performance and build a scalable, full-funnel approach.
Historically, marketing efforts were centred around campaign launches tied to new collections. But with a broader product portfolio and increased focus on brand, SUITSUIT needed to shift towards always-on marketing and stronger upper-funnel activity, and do it with confidence.
Challenge
The challenge wasn’t a lack of data. It was a lack of trust in that data.
Each platform reported its own version of performance, often leading to conflicting conclusions. Marketing channels naturally favoured their own attribution models to demonstrate value, making it difficult to compare channels fairly or determine where budget was truly driving impact.
This made strategic decision-making harder than it needed to be. The team strongly believed in the importance of upper-funnel campaigns (awareness and consideration), but had no reliable way to quantify their contribution to revenue. High-impact campaigns risked being undervalued or paused based on incomplete data.
At the same time, SUITSUIT wanted to rebalance its channel mix. With rising costs in search and growing opportunities in social, there was a clear ambition to shift budget towards paid social. But without a trusted measurement framework, reallocating spend felt like operating without a map.
Approach
SUITSUIT implemented Billy Grace as a central measurement layer across all marketing activity.
Rather than relying on platform-reported metrics, the team adopted Billy Grace as their single reference point; using it to validate performance and compare data across channels. This fundamentally changed how the team approached optimisation.
Campaign performance is now consistently evaluated through Billy Grace, with metrics such as ROAS and POAS used to understand true contribution to revenue. Instead of optimising within platform silos, the team works from a unified view that reflects the full customer journey.
This approach also enabled SUITSUIT to reassess the role of upper-funnel campaigns. With a clearer picture of what was actually working, the team made three concrete strategic shifts:
- Faster budget reallocation from search to social, backed by data rather than gut feel
- More focus on always-on prospecting, moving away from a purely campaign-driven cadence
- More upper-funnel creatives, with better insight into which formats and messages were driving results
Billy Grace is now embedded in the daily workflow, informing both strategic decisions (such as budget allocation) and tactical optimisations at campaign level.
Results
+71% revenue growth
+60% more new customers customer increase
Scaled paid social with confidence
Faster optimisation, less wasted spend searches
One reference point across all channels
Key Takeaways
- A single reference point removes doubt and accelerates decision-making across the team
- Upper-funnel campaigns can drive measurable revenue, but only when properly attributed
- Better measurement enables budget reallocation, not just optimisation
- Data clarity creates strategic clarity: when you know what’s working, you can scale it faster
